What we did wrong in marketing sustainable products – and how to do it better
Op-ed by Johanna Gollnhofer, Associate Professor of Marketing and Director of the Institute for Marketing and Customer Insight, University of…
Marketing
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Successful marketing of sustainable products requires focus on consumer benefits
Marketers need to focus more on the benefits consumers receive from sustainable products, rather than leading with environmental messaging, if…
Businesses still lagging in terms of integrating sustainability into marketing campaigns, study finds
While some 69% of marketers believe they are ‘progressing well’ or are ‘well advanced’ in terms of integrating sustainability into…
Expert panel explores how brands are embracing ‘marketing with meaning’
Business voices can play a key role in shaping climate policy and competitiveness, as a discussion panel at the Economist…
Professional buyers just as susceptible to greenwashing, study suggests
A new study has suggested that purchasing managers, despite their professional expertise, are just as susceptible as the general public…